so-- >> well, you know, so we really are a horizontal enabling company. we want to build our chips and work with the broader -- >> rose: do you worry about cannibalizing your sales? is that what it would be? >> no, i worry about sis suede, my partners for working with us. there was a time when qualcomm had a handset and chip set business and all our customers believed we were keep the the best stuff for our own handset business. our handset business was not profitable. we were learning our way back then. there was a time where we thought we had this phone where we were going to make all the money and one of the korean manufacturers came in is and dropped their prices at the end of the quarter and all that money wentway. and woo & we said why are we beating our heads against the wall to do this? our partners do it better than us. we create the technology better, and we create the chips better. let us focus on what we were good at. let them focus on what they're good at, and we're all happy. our values are let's innovate, execute-- deliver the things we tol